Loyalty schemes can’t just be transactional to win customers over – the best programs need to “integrate the entire customer experience,” say some of the marketers behind the most successful schemes.
Brand loyalty is having a resurgence, with legacy brands such as McDonald’s opening its very first rewards club, established schemes from Costa Coffee Club and Waitrose being overhauled and even community-based programs from Sweaty Betty and Gymshark starting up.
Speaking at our show Loyalty 3.0 during The Drum Media Summit last week, James Calvert, chief data strategy officer at M&C Saatchi London, who was responsible for revamping Read full story ›
Source: The Drum
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